Page 13 - Bisiness Studies_Form_3

Business Studies for Secondary Schools

(e) Who will help you run your business? How will you ensure they are friendly
and helpful to customers and their needs?

(f) What steps will you take to get your product to the customer? How will you
make it easy for them?
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(g) What will your business premises look like? How will customers feel when
they come to your shop or use your service?

The marketing mix consists of elements that businesses use to satisfy customers' needs
and wants. It comprises seven key elements: among these, four are famously known
as the 4Ps, which are basic elements of market mix, namely, product, price, place
(distribution), and promotion. The remaining three elements are people, process, and
physical evidence. These elements are commonly referred to as the 7Ps because each
begins with the letter "P". The following is an explanation of each element as shown in
Figure 1.1; however, Form Three Students should concentrate on the 4Ps:

1. Product
TZS 2. Price

7. Physical evidence

6. Process
3. Place

5. People

4. Promotion

Figure 1.1: The marketing mix (7Ps)

5 Student’s Book Form Three